The smartphone world is, at this point, a two-horse race. Android has the numbers, Apple's iOS has the figures. Everything else - Symbian, Windows Phone, BlackBerry, etc. - are also-rans. Irrelevant in the grand scheme of things. Even though, say, Windows Phone not making any serious headway into the market, despite boatloads of money poured into the platform, RIM still thinks it can do better with BB10. Austrian website Telekom-Presse has a pretty detailed video hands-on with a BB10 device - the Z10 - and it left me with one burning question: what is BB10's identity?

This article is about identity. Something to make it stand out. Not a single consumer cares about real multitasking. 'Social integration' isn't working for Windows Phone and webOS either - people prefer applications. Notification center - uh, Android?

Among it's users BB already has a identity separate from the intricacies of a UI.
It's a whole confluence of factors.